Radio Veronica brings in one well-known DJ after another, but those hefty investments could just turn out to be a waste of money. “In a year they might be crazy about FM.”
It was a big surprise for NPO 3FM: two of their DJs, Frank van der Lende and Sander Hoogendoorn, announced their transfer to Radio Veronica this week. “Not only they join, but also Tineke de Nooij, Johan Derksen and Sander Lantinga,” said broadcaster Caroline Brouwer proudly in front of the camera of RTL Boulevard.
Uncertainty about FM
Caroline, who runs the Talpa station together with Rob Stenders, is thrilled, but for how long? Under pressure from the digital broadcaster KINK and the major competitor Qmusic, the judge has decided that the FM frequencies must be auctioned again, within the next year.
Very exciting, says Radio 538 DJ Frank Dane in Boulevard: “Most people still listen via FM, so it is very important for a radio station. It is uncertain whether all stations will keep their frequencies.”
Radio Veronica exit?
There are nine FM frequencies to be distributed and John de Mols Talpa now owns four. Some frequencies are bound by rules about the music that can be played, others are ‘free’. Talpa has three ‘free’ frequencies, namely those of Radio 538, Radio 10 and Sky Radio, and one on which older, special music must be played.
It’s about Radio Veronica. Since this FM frequency is regulated, it is worth less and therefore more affordable. And there are quite a few privateers on the coast, including Qmusic mother DPG. “Qmusic has a sister station, Joe, with 70’s and 80’s music, and they really want it on FM,” says Rob Goossens.
‘They are under pressure’
The chance that the rich DPG will bid a lot is very present. “They should actually start bidding on Veronica’s lot,” says Rob. “And Veronica is suddenly under pressure, much faster than they expected, because all those frequencies will be auctioned within a year.”
Colleague Bridget Maasland: “And they just spent a lot of money to bring all those DJs to them.”
Rob: “Yeah, that could be a total waste of money.”
Small chance
There is a small chance that Veronica will still stay on FM, says Rob. “You can also turn it around: they really have to do something now. They have a market share of 2.3 percent, that could be better. They will hope that all those new names will show that Veronica can grow very quickly.”
He continues: “Then the station just has to show: please pay the top prize for our FM frequency, because we are really worth it. That is something the coming year will show, because before September 2023 all cards will be shuffled again.”
Bridget: “Honestly too.”